In the era we face now, social media is ever-present and more infectious than ever before. Within this revelation, brand perception remains to be a vital asset to any mainstream company. As the times change, so too do brands, and as of recent, the surge of appealing to the younger generation has become all the rage. Companies, clearly out of touch with their audience, have in waves chosen to take an out-of-character political route with their branding in hopes of appealing to the youth; this phenomenon of advertising a straightforward, progressive approach regardless of a company’s standpoint to appear politically correct is known as “woke washing,” an occurrence that pollutes the world of advertising into a cesspool of messy inconsistencies that leaves the average consumer confused.

     Many companies strive to appear socially conscious and progressive, but the truth remains that mere surface-level gestures are not enough to earn genuine respect and loyalty from the consumers they desperately try to appeal to. This is clear by many businesses and companies offering only “support” and “representation” when profitable. Many of the communities who are being taken advantage of by businesses for the sake of diversity often voice their disdain for the commercialization of their people, stating apparent alternatives to brands that truly want to make an impact socially; however, their voices are unheard by those who supposedly push for platforms to the marginalized of society.

     While some brands may attempt to ride the wave of social consciousness, their lackluster attempts often fall flat, leaving a bitter taste in consumers’ mouths. One such example is the company Target. Target has been relatively straightforward since April of 2016 about their views of topics concerning marginalized individuals; however, when backlash would follow suit from their decision to openly accept the transgender community into their bathrooms, Target would subtly sweep the incident under the rug and abandon the promotion. This would not be the only time Target would fall short in staying committed to an accepting forefront, as in June of 2023, Target would receive extreme backlash from both sides for selling an abundance of Pride merchandise; in turn, a boycott would occur throughout June leaving Target losing thousands in revenue for their unsold Pride merchandise. This would leave a lasting impression of Target’s duplicit nature to the public, but this is one example of the deceitful nature of the corporate world taking advantage of the marginalized when profitable.

     Target, however, would not be the only problematic company that would follow suit in “woke washing” behaviors. Throughout the duration of June, LGBTQ+ media becomes the forefront of business marketing in most customer service based companies. The idea of businesses making online commentary about an issue with little merit to promote solving the problem is called “slacktivism.” “Slacktivism” and “woke washing” often go hand in hand in creating a false ‘call to action’ narrative in order to garner support in fighting an issue not relevant to the company’s beliefs. Companies such as Xfinity would go on record tweeting positive notions in the month of June however, a study by Popular Information would reveal that Xfinity has gone on record donating more than $1.1 to anti-LGBTQ+ politicians. When looked into further, those numbers consisted of $30,000 to sponsors of anti-transgender in both Florida and Texas and $1,095,500 worth of revenue to 149 members of congress which had a rating of zero by the HRC (Human Rights Campaign). It can be assumed that Xfinity is, in fact, not the support system it claims to be. 

     Let us also remember that the consumer’s dollar can be a powerful force for positive change. It is crucial for companies to understand that consumerism goes beyond just buying products; it is an opportunity to support causes and make a positive impact on society. To truly connect with consumers, brands must go beyond surface-level gestures and embrace genuine inclusivity in order to make a display of authenticity. By actively engaging with marginalized communities, supporting causes that align with their values, and fostering diversity within their organizations, brands can build lasting relationships based on trust and transparency. For brands, however, that purposely choose to indulge in avaricious marketing strategies explicitly targeting an audience for the sake of financial gain, well, don’t let the flag fool you.